Starbucks, Lady Gaga, Dunkin Donuts are just three of the biggest fan pages on Facebook. But no matter how big or small you are, the mobile experience for your email subscribers is broken and you may not even be aware of it.
Yes, I agree and acknowledge email is no where near as cool as social for quite some time now. However, you can’t dispute reports like the DMA’s October 2011 report showing the ROI at approximately a 4:1 ratio in email vs social.
And you can’t argue with the fact that there isn’t a soul out there that has a Facebook account without having an email address as a prerequisite. And finally, you can’t dispute the mobile trend taking place.
So then, one might wonder, why is the Facebook email/mobile experience broken?
What do I mean? Well, send any one of these links to yourself on your mobile device, via email, and try to open the link:
Starbucks Facebook Fan Page Pinterest App
Dunkin Donuts Facebook Fan Page Instagram App
Lady Gaga Facebook Fan Page Vevo App
You get this:
This means that some of the richest experiences on Facebook, for the biggest Facebook fan pages are not available. At least if they were viewable, but not yet mobile optimized, users could access them.
How serious is this? Let’s check out some stats:
• 82% of smartphone users check and send email with their device.
• 89.6 million Americans access email through a mobile device, with 64% doing so on a near-daily basis.
And here’s the homerun:
• 27% of all emails are opened on a mobile device. 20.6% from smartphones, 6.8% from tablets. This is up from 13.4% in Q4 2010.
So 27% of your subscriber list receiving your email campaigns would not be able to access or engage with the richest part of your Facebook fan page.
Understandably, the curve to adapt and/or require all apps to provide an ideal mobile experience will take quite some time.
Obviously, the workaround is to send your email subscribers to the fan page wall instead of the specific app on your fan page.
But consider the lost engagement based on the stats above, and the fact that most promotions, contests, polls, sweepstakes and more are within these apps.
Best practices dictate marketing these initiatives to your email subscriber base and driving them in a single click to register…but beware, you may be crippling 27% of your audience from doing so if they open it on a mobile device.